Sainsbury’s has signed a sponsorship deal with Coronation Street which will see its store replace Co-op on the show.
The retailer’s sponsorship agreement will see the introduction of a new Sainsbury’s and Argos store which will be placed on the show’s ‘Victoria Street’, reported The Mirror.
Sainsbury’s head of campaigns Laura Boothby said: “We hope the new store brings familiarness and fun to viewers watching from home and perhaps see Ken Barlow popping in to click-and-collect a new kettle!”
The new Sainsbury’s store is expected to make an appearance on the famous cobbles in the coming months, with construction of the new store due to finish in December 2024.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
The supermarket giant, which has over 800 convenience stores across the country, has signed a deal with ITV that will initially last until December 2026.
Boothy added: “Coronation Street is one of the country’s most iconic TV shows which our customers know and love, so continuing our sponsorship made perfect sense.”
ITV director of commercial sales and partnerships Mark Trinder said: “We are proud and excited to be continuing and expanding the relationship between two of the nation’s most loved and recognised brands.”
The new partnership marks the first time an official commercial sponsor has been set up on the show, however other retail giants have previously featured on the set’s high street.
In March, Coronation Street residents were told about the impending shut down of their local Co-op, which had first opened in 2018. Costa Coffee also debuted in 2018, but was swiftly replaced by an EE phone shop in 2021, before it was again replaced by travel agent Hays.
Last year, Co-op launched two new Coronation Street-inspired products as part of its tie-up with the TV soap, including a six pack of ‘Roy’s Rolls’.
